How to Improve Sales With Bottom of the Funnel Content

Vertical videos are taking over marketing. Instagram Stories, IGTV, Facebook Stories — even YouTube is embracing vertical formats… Have you wondered what this means for your brand? Buffer has partnered up with writer, maker, and marketer, Owen Williams, to tell you all about the vertical video format and how to get started.

Modeling the impact of bottom of the funnel looks a lot like retention analysis—it’s basically measuring dropoff. If bottom of the funnel content helps prevent dropoff, it’s working.

Here’s how we think about this: SaaS companies have all kinds of constraints on growth. In some cases, creating awareness is the primary constraint. But imagine a marketplace with more buyers than sellers, or a freemium product with tons of free users but few conversions to paid, or an enterprise product with a 6-month sales cycle. These are all constraints that content can help alleviate when applied correctly. And this is where bottom of the funnel content comes into play.

I've shared this before, but it's worth checking out again. And you aren't a Farnam Street reader, I highly recommend their newsletter.

If you want to improve your odds of success in life and business then define the perimeter of your circle of competence, and operate inside. Over time, work to expand that circle but never fool yourself about where it stands today, and never be afraid to say “I don’t know.”

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